The document discusses the opportunities presented by cross media marketing compared to traditional direct mail marketing. It notes that traditional direct mail has become less effective due to factors like increased targeting and personalization online. Cross media marketing is described as combining online and offline marketing across different media channels to improve response rates and ROI over traditional direct mail alone. Examples are given showing much higher response rates, click through rates, and order conversions from cross media campaigns compared to traditional direct mail. A number of industry verticals and common campaign types for cross media marketing are also listed.

1. Cross Media Marketing Discovering the Opportunities

2. A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. ~ Wayne Gretzky

3. Direct Marketing at a Crossroads Spray & pray mailing is increasingly ineffective Social media (Facebook, Twitter, blogs) increasingly command dollars and attention Increased targeting and personalized mail has decreased order sizes Have you got a plan for the new terrain?

4. Marketing is the Octane that Drives Business

5. Marketing is the Octane that Drives Business Lot of noise about tactics Confusion abounds; who and what is believable? Your prospects know they need to market

6. Marketing is the Octane that Drives Business Your prospects need to measure return on investment Your prospects need a trusted navigator to avoid marketing landmines Your prospects need proven, tested solutions

7. Your Customers are Looking Relationship building/trust Increased profitability Annuitized revenue stream

8. Colortree/CMR 22 years experience as a trade only envelope and inserts manufacturer. Introduction of HD Envelopes in the distributor market led to extensive industry research and direct response surveys. Colortree Marketing Resources developed as your trade-only cross media marketing result of PSDA member feedback and direction. Strategy, creative & production management TRANSFORMAILER Letter Package

9. Traditional Direct Mail Production Direct Mail packages have multiple points of management and possible failure, requiring additional oversight and time to complete profitably. Data/List Management Creative Copy Printer Mailing House Postal Regulations After-Campaign Analysis

10. Data/List Management Creative Copy Printer Mailing House Postal Regulations After-Campaign Analysis Traditional Direct Mail Production

11. PSDA Direct Mail Survey Results Majority of distributors (86%) are selling direct mail Most distributors are selling postcard projects Those who don’t say it is due to lack of knowledge

12. The Dirty Little Secret… How well did your last marketing piece work? Most customers don't test Most customers don't measure response rates Most customers don't know how their marketing performs

13. What does the Future of Marketing Look Like? Cross Media Marketing combines personalized online and offline marketing to drive a higher response rate from a smaller, more qualified list than traditional marketing methods. Increased ROI/Response Reduced Waste Lower Costs Respects Recipient

14. Why Cross Media Marketing? Proven strategy and tactics, not speculation Already in use in Fortune 500 organizations Small businesses have a critical need for cost effective marketing Easy to test and track Permission driven

15. Cross Media Process Updates database Creative/data communication channels target receives message action/response sales notified

16. Where are the Market Opportunities? Existing client base – gain more wallet share by offering additional services that outperform existing marketing methods Industry verticals – open doors by understanding industries, identifying pain points and offering solutions Deliver increased mail performance through use of additional online/offline response mechanisms

17. Cross Media Examples Traditional Campaign Cross Media Campaign .05% response rate 9.4% response rate 1% click through rate 56% click through rate 2% order conversion 31% order conversion

18. Cross Media Response Examples Traditional Campaign CMM Campaign Production Costs: 25,000 @ .40 each = $10,000 Production Costs: 12,500 @ $1 each = $12,500 .05 Response Rate = 125 10% Response Rate = 1,250 Revenue Model: 125 @ $100 average sale = $12,500 Revenue Model: 1,250 @ $100 average sale = $125,000 Production Cost as a % of revenue = 1.25% Production Cost as a % of revenue = 10% R.O.I. = R.O.I. = Cost per Response = $80.00 Cost per Response = $10.00 Profit = $2,500 Profit = $112,500

19. Vertical Markets Automotive Building Trades Business to Business Financial Services: Banking & Credit Cards Financial Services: Insurance Healthcare Home Services Hospitality Not for Profit Real Estate Retail Technology

20. Popular Campaigns New Mover/New Homeowner Lead Generation/Sales Retention/Nurturing Cross-sell/Upsell Membership/Loyalty

21. Questions & Answers 100% of the shots you don't take don't go in. ~ Wayne Gretzky